Chrysler vs. Lake Mary High

Seriously? They thought that this was just fine?

Lake Mary, Flori-duh was looking for a new logo for their high school sports teams. Since Flori-duh has decided to focus all of its education on teaching kids to pass the FCAT, I guess they didn’t have an art teacher at that school. Either that, or they just figured that it would be a lot easier to simply use the Dodge Ram logo. So that’s what they did. Same logo, same color, they just took the border off of it.

Chrysler was not amused. Lake Mary High has until the end of the year to change the logo.

On a happy note, a local dealership is paying for the school to come up with a new one.

I completely agree with Chrysler’s right to enforce its mark. However, I wonder if it might have been smart marketing on their part to come up with a licensing agreement for the school. Not that I think the school is being unfairly bullied — they aren’t (it was a stupid move on their part). I just wonder if it wouldn’t be great marketing to have high school teams wearing the Dodge logo all across the country.

I guess that I could insert some joke about Chrysler not wanting its products associated with an inferior product, like a Florida public school. But, Lake Mary High happens to be a pretty well-respected high school.

H/T: Overlawyered

5 Responses to Chrysler vs. Lake Mary High

  1. Eric T. says:

    I just wonder if it wouldn’t be great marketing to have high school teams wearing the Dodge logo all across the country.

    Perhaps schools have anti-endorsement rules that prohibits that kind of marketing? Otherwise, wouldn’t we see a constant stream of patches, logos and other endorsement stuff on high school uniforms from Nike and others?

    • Maybe. I mean, they ought to. But, if Lake Mary High wants to wear the Dodge logo, I’d imagine that it would have been a good move for Dodge to license it to them. Impressionable young minds, brand logo in their face all day long, in a pretty pickup-truck-heavy area no less.

      Legally, Chrysler was right. Marketing-wise, they could have been more creative.

    • Halcyon 1L says:

      In my experience, such a rule is rarely hard and fast even where it exists as a general policy. Each district is unique of course–each building, really–and certainly people can get their panties in a knot over this sort of thing.

      But speaking generally, schools love anything for free or anything that gives them money. Many schools have soda machines and exclusivity contracts with Coke/Pepsi/Snapple and the schools profit quite a bit from the relationships. Often local companies get their name in schools and on school stuff in various ways–even whole programs or buildings might be associated with a company, especially if there is a large employer in an otherwise poor rural area. I agree with Marc and I imagine a more clever, savvy solution could have been figured out.

  2. Steve says:

    I did not go to Lake Mary, but went to a school near there. They have been using the same logo since the 1980’s. If they just launched it, I could understand… But shouldn’t Chrysler have addressed this back then? Maybe as a gesture, the company should help them with some new signage and a new gym floor. I just think this is lame and is a poor reflection on Chrysler.

  3. Sally says:

    I agree that Dodge should work something out. Having the ram logo on any school uniforms would be great PR.

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